THE AWARENESS OF GREEN MARKETING TOWARD CUSTOMER BUYING BEHAVIOR
This study explores the impact of green marketing on consumer awareness and environmentally conscious purchasing behavior, focusing on five key factors: Attitude Toward Green Purchase, Perceived Value, Environmental Image, Green Word-of-Mouth, and Green Purchase. Using the Structural Equation Modeling (SEM) approach, the study evaluates how these factors influence consumer responses to eco-friendly products. Data were collected through surveys to analyze consumer attitudes and purchasing behavior. The results reveal that Attitude Toward Green Purchase, Perceived Value, Environmental Image and Green Word-of-Mouth significantly shape green purchasing behavior, with GWOM having the most substantial impact. Positive consumer attitudes, perceived value, and strong environmental branding increase green purchase intentions. This research provides a comprehensive framework for understanding the factors driving sustainable consumer behavior, offering valuable insights for both practitioners and academics to enhance green marketing initiatives and validate theoretical models in the Vietnamese market.
Keywords – green marketing, green purchase, green products, evironment, SEM model.
